B2B

American Express had their sights set on targeting mid-sized company CFOs. We tried mailing them. We tried advertising to them. We even tried calling them. But American Express just wasn't on their radar.

The problem was, the CFO’s focus had shifted. They’re no longer just concerned with a company’s day-to-day finances. The CFO is now in charge of future proofing – and the rest of C-suite is leaning on their knowledge more than ever.

So the brief was clear. In order to sell more corporate cards we needed to shift the perception of American Express from an everyday payment method to an essential future-proofing tool.

So we shifted our approach from marketing to thought leadership.

Changing the CFO’s job title from Chief Financial Officer to Chief Future Officer was simple and effective. By switching one word we said so much about the evolving role of the CFO and our understanding of it. Crucially, it also appealed to the CFO’s ego.

We used direct mail to invite the Chief Future Officer to Prophet, our future proofing thought leadership event in both Sydney and Melbourne. The invite drove the CFOs online to RSVP and gave them the opportunity to benchmark their current future-proofing skills against their peers.

At Prophet, we invited journalists, futurists and American Express representatives to talk about the changing role of the CFO and what this means for everyone in the room.

After the event, the benchmarking results drove the CFOs back online to our new website. We teamed up with Fairfax to transform the site into a content hub filled with infographics, articles and videos.

NOT-FOR-PROFIT

Finalist – AC&E Awards 2016 – Not-for-profit

It's a little bit special when your idea gets picked up by an international supermodel like Miranda Kerr. Especially during Breast Cancer Awareness month, when there are so many other pink charities vying for attention.

To motivate women to host a breakfast or donate with the National Breast Cancer Foundation we needed a simple, sharable idea. One they could all participate in. We created a campaign that united Australian women with the one thing that supports them every day – their bra straps.

We kicked off the campaign in July with traditional advertising, including outdoor, digital and direct mail. Then in October, we went social. United by the call-to-action #ShowYourSupport, social media was filled with selfies of women showing their bra strap and men showing their suspenders.

Not only did we inspire thousands of Australian women to show their support for life-changing breast cancer research, for the month of October we made the selfie selfless.

B2C

This is the story of KFC's food and how it ends up 'Finger Lickin' Good'.

The campaign was across a range of digital only executions including YouTube Masthead, TrueView long form, Bumper ads, Desktop and Mobile banners, Spotify, Facebook, Instagram, Twitter, eDMs, in App message, SEO, and website landing page. A range of mini loop animated movies were also created that each talk to 11 different 'secrets' to give meaning to the 'good' in its famous tagline.

The story of why KFC's so Finger Lickin' Good

Copywriter: Boris GareljaHead of Art: Sian BinderAnimation: Buck

I WISH

Ideas I loved which never made the light of day.

SOCIAL

To recruit students to enroll in ADMA Creative School we noticed graduates have one, very important trait in common. It’s hard-wired into them regardless of their age, gender, background of even whether they’re Writers or Art Directors.

In short, they’re thinkers.

Most people think their ‘thinking face’ is very civilised. We asked leading creatives and successful past students to show us theirs – and the results are clearly more Jim Carrey than Rodin.

We asked tutors and ex-students to share their thinking face to help recruit the next generation of Creative School students. And as a result, this was the most successful recruitment campaign to date.

DM

From high-value bespoke pieces to mass-mailings, I've worked on my fair share of direct mail, and even received a few awards for it along the way.

IBM Business Process Outsourcing

2012 Bronze ADMA Award winner for Dimensional Mail

We targeted a tiny but powerful group of consultants who specialise in Business Process Outsourcing (BPO). We needed a compelling way to invite them to a face-to-face lunch with an IBM expert.

We built a personalised brand for each of our 11 targets. Their initials were turned into a high-end logo (like Louis Vuitton or Coco Chanel). From the gift bag and business card holder we had them Google their name + IBM which led to a specifically tailored landing page which contained the invitation to lunch.

Streets' Bubble O' Bill (or BOB) is quite possibly Australia’s most iconic and loved ice cream brand. With almost no ATL advertising in the last 30 years, BOB has amassed over 1.1m Facebook fans with cult-like status.

Sadly, parent brand Streets hasn’t been able to convert this social following and love into sales via a clever brand activity.

Shortlisted – Professional Category, Young Glory March

Young Glory April Gold

Just for Laughs has been throwing the biggest and most prestigious comedy festival in the world for last 30 years.

In the fall, they’re teaming up with Live Nation, the biggest concert promoter on earth, to create JFL42: A new type of festival combining the funniest and most interesting characters around. 42 of them.

Just for Laughs has been throwing the biggest and most prestigious comedy festival in the world for last 30 years.

In the fall, they’re teaming up with Live Nation, the biggest concert promoter on earth, to create JFL42: A new type of festival combining the funniest and most interesting characters around. 42 of them.